Technologies

Features

We want a table of customers.
We want an export of invoices.
We want a list of orders.
We want the ability to apply discounts.
We want a report of inventory.

Value

This is very rare:

We want to provide more value to our customers.
We want more customers and to do that we may need to increase the frequency of doing X.
We want to increase customer satisfaction.
We want happier employees.
We want to expand Y and to do that we may need to automate Z.

When I hear this, I know I can make a difference.

Be careful what you maximize

This is my opinion:

Deliverables (ie: features, technologies, software) should be a means to an end.

Why?

If you want to maximize business value, the end should be a business objective. If you want to maximize features, technologies and software then let those be your ends.

I'd prefer to minimize features, technologies and software. They aren't cheap to maintain!